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Beck’s and Herschel Reach Agreement for Flo-Rite® Distribution

June 22, 2016

Atlanta, Indiana – Beck’s announced today a new agreement with Herschel, a manufacturing and distribution company out of Indianola, Iowa. Herschel will take over all sales, service and distribution of Flo-Rite® seed firmers. Flo-Rite offers a new and improved revolutionary seed firmer design by incorporating a durable, high-tech memory polymer, a replaceable wear plate, and a protected fertilizer tube.  

Herschel is owned and operated by Alamo Group, Inc. Herschel specializes in the sales, manufacturing and distribution of quality tillage tools, harvesting, hay, tractors, planting equipment, spray/fertilizer, and other agricultural replacement parts. In a continued effort to grow their portfolio of planter accessories, Herschel has agreed to take on the sales and marketing of the Flo-Rite product line.  

“As the sole distributor of Flo-Rite since 2014, we have seen first-hand the success many farmers have had with this revolutionary technology,” said Scott Beck, president of Beck’s. “The continued growth in sales has far surpassed our expectations and we wanted to ensure that Flo-Rite customers still received the best service and support in the industry. We see the value in a company like Herschel, who is well suited for parts sales through their online store, expansive dealer force, and vast distribution network.”

With 100 years in aftermarket parts distribution, Herschel has the distribution capabilities, product support, and dealer network to continue growing sales of Flo-Rite seed firmers. Inventory will officially become available through Herschel’s dealers beginning July 1, 2016. 

“Herschel is excited to have the opportunity to add Flo-Rite seed firmers to its existing product line,” said Craig Harthoorn, president of Herschel. “Beck’s extensive research and work with Flo-Rite have proven its value, which has created a huge demand, a demand that now requires a larger distribution network. Flo-Rite is the industry leader in seed firmers and will be a natural fit in the Herschel planter parts line. We appreciate the opportunity to work with Beck’s and Flo-Rite and look forward to expanding the distribution and sales of Flo-Rite in new markets, as well as servicing new and current customers.”

Flo-Rite was developed by Jeff Peter, a farmer and inventor from Hicksville, Ohio. Peter’s patented seed firmer design improves seed-to-soil contact and planting depth consistency, which leads to better seed germination, more consistent emergence, better stands, and increased yields. According to Beck’s Practical Farm Research (PFR)® 2-year study, Flo-Rite has resulted in a 5.3 Bu./A. advantage over no seed firmer and offers significantly lower maintenance costs as a result of the exclusive replaceable wear plate. For more information, visit 


About Beck’s 
Beck’s is a family-owned and operated seed company that serves farmers in Indiana, Illinois, Ohio, Michigan, Kentucky, Tennessee, Iowa, Missouri, and Wisconsin. According to a recent media survey, Beck’s ranks as the sixth largest seed company in the United States and the only one in the top six that is family-owned, making Beck’s the largest retail, family-owned seed company in the United States. To learn more about Beck’s, please visit Follow Beck’s Hybrids on Twitter at, like Beck’s Hybrids on Facebook at, or visit the Beck’s Blog at

About Herschel
Herschel offers replacement parts for numerous types of farm equipment, tractors, and certain types of mowing and construction equipment. Herschel products include a wide range of cutting and harvesting parts; chromium carbide treated hard-faced and plain replacement tillage tools; disc blades; seeding, spray; and fertilizer application components.

About Alamo Group
Alamo Group is a leader in the design, manufacture, distribution and service of high quality equipment for infrastructure maintenance, agriculture, and other applications. Our products include truck and tractor mounted mowing and other vegetation maintenance equipment, street sweepers, snow removal equipment, excavators, vacuum trucks, other industrial equipment, agriculture implements and related after-market parts and services. The Company, founded in 1969, has approximately 3,100 employees and operates 25 plants in North America, Europe, Australia and Brazil as of September 30, 2015. The corporate offices of Alamo Group Inc. are located in Seguin, Texas and the headquarters for the Company’s European operations are located in Salford Priors, England.  

Flo-Rite® is a registered trademark of Flo-Rite, Inc. Practical Farm Research (PFR) ® is a registered trademark of Beck’s Superior Hybrids, Inc.. Herschel® is a registered trademark of Alamo Group, Inc.